Assessing the Effects of University Reputation and City Image on International Student Destination Choice: Evidence from a Flagship University in Taipei.

University reputation and destination image are key factors shaping the choice to study in developed Western countries. While East Asia is emerging as a new contender in the international higher education market, little is known about how international students perceive and are attracted to the higher education institutions in this region. Moreover, while the destination image was represented by the host country image in most studies, the effect of city image on study destination choice should be given more attention due to the geographic and social embeddedness of universities in cities. This study drew the survey data from a flagship university in Taipei to examine the impact of university reputation and city image on international student destination choice, and employed factor analysis to identify the dimensions of university reputation and city image. The analysis confirms university reputation and city image as important elements in international student destination choice in the Asian context. It further identifies four factors creating discrepant weighting of these two elements in study destination choice: degree/non-degree program, level of study, type of international student identity, and region of origin. Theoretical and policy implications of findings are discussed at the end of the paper. [ABSTRACT FROM AUTHOR]